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Advertisers Finally Wrestle
With Their Consciences

Updated Dec. 8, 1999 12:01 a.m. ET

By Lionel Tiger, a professor of anthropology at Rutgers University, a columnist for the New York Press and author of "The Decline of Males" (Golden Books, 1999).

L ast month Coca-Cola decided to withdraw its advertising from the World Wrestling Federation. What's baffling is not the withdrawal but that Coke was willing to associate with those lurid productions in the first place. The same goes for the U.S. Army, AT&T and Mars Inc., all of which suddenly decided after a long financial commitment that they...